Brand Equity

“perceptual and behavioural dimensions: measuring brand equity consumer based”

The subject of brand equity measurement has attracted the attention of academic and
business community due to the strategic importance of brand management in
companies. Brand equity could be measured by one of two distinct perspectives that are
at the same time complementary: the consumer or the company. In this paper, brand
equity is measured based on the consumer, is perspectives, the constructs and scales of
its measurement. The is proposed a measurement model of brand equity using the
methodology of Structural Equation (SEM). From the revision of literature these
constructs are the relevant constructs to the problematic of brand equity measurement in
consumer’s minds were analysed. Brand awareness and quality perceived, brand
associations (highlighting brand personality), brand loyalty and price premium. The
originality of the model is the division of constructs in to perceptual constructs (inputs),
that are explanatories, and of behaviour constructs (outputs) of brand equity. By doing
this, the model tries to answer to two important aspects of entrepreneurial management:
which are the explanatory variables of brand equity and, how could that be translated
into an answer, for the consumer. Two samples were used, one for the estimation and
another one for the validation of the proposed model, with 272 observations each. The
sample is constituted by consumers of five denim clothing brands when have their own
chain of stores in Portugal. Results show that the model is statistically valid and, that
perceptual aspects should be separated from behaviour aspects in brand equity
measurement based on consumers’ mind.

Language of the paper: 
Paula Cristina
Universidade Lusíada, Porto
Universidade do Porto, Faculdade de Economia